The main rule is that an SMM specialist should be active on the platforms they manage for their projects or at least genuinely engaged with the ones they run.

Being a niche, specialized expert is also highly valuable. Trying to do everything at once can lead to low results overall. Not all platforms fit every type of business, so after thorough analysis or a few months of testing, you can (read "should") let go of platforms that aren't working.

One key factor is where your target audience primarily hangs out. We'll help you with analyzing your target audience in the next section!